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Type of Entry: Graphic Design & Design Crafts
Title: 15TH ANNIVERSARY POSTERS
Advertiser/Client: EXPEDIA
Product/Service: TRAVEL WEBSITE
DM/Advertising Agency: CREATURE Seattle, USA
Creative Director: Steve Cullen (Creature)
Art Director: Adam Deer (Creature)
Designer: Ramon Vazquez (Creature)
Illustrator: Mick Marston (Bernstein/Andriulli)
Client Services: Phil Shigo (Creature)
Client Services: Allison Schuchart (Creature)
Client Services: Kate Ratliffe (Creature)
Strategist: Sandhya Andress (Creature)
Print Producer: Chris Nielson (Creature)
Epro: Kiry Luc (Creature)
Executive Creative Director: Matt Peterson (Creature)
Executive Creative Director: Jim Haven (Creature)
Brief Explanation:
  • Find a way to celebrate the anniversary that thanks the customer and doesn’t just beat Expedia’s chest pompously.
  • Get positive talk in the social sphere and develop relationships that are more meaningful with audience.
  • Don’t spend a lot of money.

Describe the brief from the client.
“Our Facebook fans hate us”. After building a huge collection of Facebook followers, Expedia had nothing to do with them besides give them deals on stuff. There was no relationship, and the crowd was getting feisty. When the anniversary came around, they wanted something to help celebrate with their followers and show some pride as a company.

Describe the creative solution to the brief/objective.
Celebrate 15 years of great travel memories with 15 memorable adventures. Each of the 15 travel posters is based on a themed suitcase packed with a 1m points and hidden online. People discovered the clue and found the suitcase. The posters came with it, commemorating the experience, with each poster based on a period style, or artist, and printed on glorious 3’x5’ archival paper.

Describe the results in as much detail as possible.
The campaign results are best summed up in the words of one of the thousands of positive Expedia Facebook comments, “loved the hunt! It was completely addicting. Thanks Expedia!”

As far as the numbers:
  • 111% increase in number of WOM impressions (from 11m to over 23m).
  • Bookings increased by over 25% during the promotion.